the science of website design - merging creativity + experimentation for better user experience
TRANSCRIPT
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Merging Creativity and Experimentation for Better User Experience
The Science of Web Design
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About Blinds.com
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What we’ll cover as we talk today…
• Making Testing Part of Your Mkt Culture
• Cultivating GOOD Ideas
• Evaluating and Prioritizing Tests
• All the while, avoiding testing pitfalls
– Too small?
– Too complex?
– When do I give up?
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Making Testing Part of Your Marketing Culture
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And make it exciting…
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Cultivating Good Ideas
YOUR PEOPLE:Ask ideas from ALL your employees, especially those who talk to customers. For REAL.
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Cultivating Good Ideas
YOUR CUSTOMERS:Ask your customers for ideas (emails, calls, surveys, etc.)
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Cultivating Good Ideas
YOUR DATA:Pay attention to customer actions to find out what matters to your audience (pathing, bounce rate, heat mapping, etc.)
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Okay, okay, looks fun! But howto I know what to test…and when
to test???
Evaluate:• Revenue Impact• Time to Complete• Resource Availability
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Buuuut, you said there would be pitfalls?
• Too Small?
• Too Complex?
• Gah! How many times to fail before I give up?
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Now for some of our wins
(and losses…then wins)
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• Category Conversion – 0% Lift• Product Page Conversion – 4.73 % Lift
UX Pathing: Category Page Testing
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Navigation Testing: Header
• Search – Lift 9.5%• Sampling – Down 5%• Category Page Views – Down 16.5%• Product Page Views – Down 5%
• Conversion Rate – Lift 3%!• Searches and Smpling was
elevated!
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Navigation Testing: Header
• Conversion Rate – Lift 3%!• Searches and Sampling was
elevated!
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Product Page: Best Sellers
• Conversion – Down 2.95%• Sampling – 0%
• Conversion – Down 2.5 %• Sampling – Lift 8.5 %
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Product Page: Mobile Optimization• Entry to Checkout - 100% Lift!• Conversion - 30% Lift!
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Email: [email protected] more: Labs.Blinds.com
Illustrations byErica Bogdan
Instagram: @_foxxlore